Human Intelligence

VMware's virtualization technology enabled cloud computing, yet they remained a virtually unknown player.

Their goal to raise brand awareness as a leader in cloud computing was no easy task, considering that VMware was outspent 40-to-1 by competitors like IBM, Cisco, and Microsoft.

This integrated global effort demonstrated you don’t need big budgets to get big results.

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VMware’s unaided awareness in cloud infrastructure rose from 19% to 25% year-over-year in the U.S. And they had the 3rd highest association with hybrid cloud at 40%, behind Microsoft at 52% and IBM at 47%. Internationally, recall and brand association performed even better.